Mapping the perceptions and antecedents of football fans’ co-creation behaviours with sponsoring brands: a pan-cultural study of the European leagues

To date, research on football fans and co-creation has been limited. Prior research, through the lens of service-dominant logic, has conceptualised fans as active, commanding and critical influencers, revealing complex, multifaceted and developing co-creative relationships, but invariably only with their teams, clubs and online communities, limiting what is currently known about fans, sponsors and co-creation. Given this gap, the current study...